The Ads Will Continue Until Creative Strategy Improves

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Our CAC was too damn high! Our members' ads were working, but Skool's about page conversion rate and high-decline payment processor put the kibosh on our plans.

In this video, I break down what we learned from our original campaign, including the limits of sending cold traffic straight to a Skool About page, payment declines and cancellations, and why we’re shifting toward more educational, platform-native creative.

I also explain the strategy we’re testing now. Give members equal ad-set budgets, focus on a smaller number of stronger concepts, study organic content formats, and use video to build retargeting audiences. The results are still developing, so this is a look at the reasoning and the plan.

Chapters

00:00 Why our paid campaign became unsustainable

00:21 The Skool About page and funnel trade-offs

02:46 What our traffic-source conversion data showed

04:19 Payment declines and the campaign’s first results

07:22 Why we’re changing the ad strategy

10:28 The creative shift: more useful, native content

11:21 Why video gives us more testing options

13:15 Study formats and make ads you can produce

14:45 A daily practice for creative strategists

16:18 Using community feedback and creative diversity

18:21 How to take part in the project